7-Eleven, the world’s largest convenience retailer, has chosen Omnicom Group to handle its integrated marketing programs, including advertising, promotions and P-O-P.
A new group, FreshWorks, has been formed to handle the business combining Omnicom subsidiaries TracyLocke, TPN, Dieste Harmel & Partners and The Integer Group. The deal begins in September.
“They essentially assembled a cluster of agencies managed by a single account team that presents one face to us and ensures complete integration and quality control,” Doug Foster, VP-marketing for 7-Eleven, said in a statement.
In 1946, TracyLocke branded the chain as 7-Eleven, reflecting the stores hours of operation at the time: 7 am to 11 pm, Foster said.
Responsibilities for the new team include providing strategic counsel, consumer insight and creative product to increase awareness and sales. The agency will be charged with providing new concepts and production of its broadcast, print and outdoor ads to promote the 7-Eleven brand and its proprietary products like the Slurpee, Big Gulp and Dig Eats Deli sandwiches.
In addition to Omnicom, finalists included WPP Partners and Interpublic Group. Camelot Communications Inc. will continue to handle media buying.
7-Eleven, headquartered in Dallas, TX, operates or franchises about 5,800 stores in the U.S. and Canada and licenses about 22,700 stores in 17 other countries and U.S. territories. The company reported 2004 sales of about $41 billion.
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